新媒体环境下的口碑营销研究

发布时间：2019-04-01 15:45

【摘要】：新媒体时代,信息传播速度快、范围广、可跟踪等特点为口碑营销提供了优良的环境。互联网、手机媒体等为人们发表言论、讨论问题提供了便利,成为了人们交流沟通各种信息的主要工具之一。从论坛、贴吧,一直到微博、微信,人们渐渐了解到了新媒体营销环境所蕴含的巨大商机。在传统的营销环境下构建起来的相对来说比较传统的口碑营销策略,在新的营销环境下必然需要加入具有新媒体特点的方法与手段。本文从新媒体及口碑营销的基本概念出发,总结了新媒体的主要特性。通过研究新媒体时代的到来所引起的营销环境的变化,得出营销环境更加互动化、精准化的特征。对比分析了新媒体环境下的口碑营销与传统环境下的口碑营销在适用产品、营销方法等方面的的不同之处,总结出新媒体环境下口碑营销的优势所在,并提出了新媒体环境下口碑营销的应用策略以及应注意的问题。
[Abstract]:The new media age, information transmission speed, wide range, trackability and other features provide an excellent environment for word-of-mouth marketing. The Internet, the mobile phone media and so on provide convenience for people to talk and discuss the problems, and become one of the main tools for people to communicate and communicate various information. From the forum, to the post, to the micro-blog, WeChat, people gradually learn the huge business opportunities that the new media marketing environment contains. In the traditional marketing environment, the traditional word-of-mouth marketing strategy is relatively more traditional, and the method and the means with the characteristics of the new media are required to be added in the new marketing environment. Based on the basic concept of new media and word-of-mouth marketing, this paper summarizes the main characteristics of new media. By studying the change of the marketing environment caused by the arrival of the new media age, it is concluded that the marketing environment is more interactive and precise. The differences of word-of-mouth marketing under the new media environment and the word-of-mouth marketing under the traditional environment in the application of products and marketing methods are compared, and the advantages of word-of-mouth marketing under the new media environment are summarized. The application strategy of word-of-mouth marketing in the new media environment and the problems that should be paid attention to are put forward.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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